Constructing A Slogan:



Constructing A Slogan:

This activity will help students to develop ideas for a slogan.

When constructing a slogan, ask yourself the question: “Why purchase this product and not the competitor’s product?”

Create Name/Slogan Candidates:

1. List 5 keywords related to your product in Table 1. Look up the keywords in a Thesaurus. List at least 3 alternative words for each keyword.

2. Now write down words that represent the benefits the product provides to consumers and list in Table 2.

3. Combine words from the lists, to try to find a combination of words that you like.

4. Once you have some combinations that you like try to include the name of your product.

5. Try out rhymes with the combination of words from the lists including your product name. Write the 4 best slogans in Table 3.

6. Test your Favorite slogans. Using Table 4, write each of the top 4 slogans in each table and rate them.

• Is it easy to pronounce and can consumers spell it?

• Is it short and too the point? Short phrases are easier to remember than longer phrases. Make sure all the words are necessary for the meaning.

• Does it include slang terms? Slang terms can have different meanings in different parts of the world or country. Be careful.

• Is it distinctive? Can only your company use it?

• Does it communicate your message to the consumer?

• Does it sound good? Is it a catchy phrase? It is always best to “walk away” from the slogan and return to it later. Do you still like it as well as you did the first time you heard it? If not reconsider your choice.

7. Try it out. Don’t commit to just one slogan idea until you test the slogans out on other people, including consumers.

Table 1: Product Keywords

|Keyword |Alternative words from Thesaurus |

|1 | | | |

|2 | | | |

|3 | | | |

|4 | | | |

|5 | | | |

| | | | |

Table 2: Benefit Keywords

|Keyword |Alternative words from Thesaurus |

|1 | | | |

|2 | | | |

|3 | | | |

|4 | | | |

|5 | | | |

| | | | |

Table 3: Best Slogans

|1 |

|2 |

|3 |

|4 |

| |

| |

Table 4: Slogan Ratings (circle your rating for each item with 5 being best and 1 being worst)

|Slogan 1: ______________________________________________________________ |

| | |

|Slogan Criteria |Excellent Not at All |

|Is the slogan easy to pronounce and spell? |5 4 3 2 1 |

|Is the slogan short and to the point? |5 4 3 2 1 |

|Is the slogan easy to understand? |5 4 3 2 1 |

|Is the slogan distinctive? |5 4 3 2 1 |

|Does the slogan communicate a clear message to the consumer? |5 4 3 2 1 |

|Does the slogan sound good? |5 4 3 2 1 |

|Total Score: | |

|Slogan 2: ______________________________________________________________ |

| | |

|Slogan Criteria |Excellent Not at All |

|Is the slogan easy to pronounce and spell? |5 4 3 2 1 |

|Is the slogan short and to the point? |5 4 3 2 1 |

|Is the slogan easy to understand? |5 4 3 2 1 |

|Is the slogan distinctive? |5 4 3 2 1 |

|Does the slogan communicate a clear message to the consumer? |5 4 3 2 1 |

|Does the slogan sound good? |5 4 3 2 1 |

|Total Score: | |

|Slogan 3: ______________________________________________________________ |

| | |

|Slogan Criteria |Excellent Not at All |

|Is the slogan easy to pronounce and spell? |5 4 3 2 1 |

|Is the slogan short and to the point? |5 4 3 2 1 |

|Is the slogan easy to understand? |5 4 3 2 1 |

|Is the slogan distinctive? |5 4 3 2 1 |

|Does the slogan communicate a clear message to the consumer? |5 4 3 2 1 |

|Does the slogan sound good? |5 4 3 2 1 |

|Total Score: | |

|Slogan 4: ______________________________________________________________ |

| | |

|Slogan Criteria |Excellent Not at All |

|Is the slogan easy to pronounce and spell? |5 4 3 2 1 |

|Is the slogan short and to the point? |5 4 3 2 1 |

|Is the slogan easy to understand? |5 4 3 2 1 |

|Is the slogan distinctive? |5 4 3 2 1 |

|Does the slogan communicate a clear message to the consumer? |5 4 3 2 1 |

|Does the slogan sound good? |5 4 3 2 1 |

|Total Score: | |

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